Search engine marketing
YouTube advertising is the most visual and powerful of all the digital channels — and also the most demanding. The video has to be very good, or you are paying for impressions to people who hit “skip” after five seconds.
Quick summary
- Cost per thousand impressions (CPM): €8–35.
- Click prices: €0.10–0.50 (rarely the relevant metric).
- Video production: €500–8,000 depending on the production.
- Realistic media budget: €1,500–6,000/month.
Ad types and prices
- Skippable in-stream — CPM €8–20, the cheapest and most effective
- Non-skippable: CPM €20–35, more expensive but seen to the end
- Bumper (6s): CPM €6–15, good for brand
- Discovery ads — CPC-based, suits content channels
The cost of producing the video
The quality of the ad is everything on YouTube. Cheap videos burn budget for nothing.
- UGC-style (one person talking): €300–800
- Studio production (10–15 s): €800–2,500
- A professional brand video — €2,500–8,000
- A large brand campaign: €8,000+
A realistic budget at channel level
- Testing: €1,500/month of media plus video production
- Established brand advertising — €3,000–6,000/month of media
- A large brand campaign — €6,000+/month of media
Frequently asked questions
Can I use the same videos on YouTube and Meta?
Partly. YouTube favours longer content (15–30 s), Meta shorter (10–15 s).
Is YouTube better than TikTok?
It depends on the audience. YouTube reaches more broadly, TikTok reaches young people more precisely.
How do I measure YouTube advertising’s effect?
Connect YouTube to Google Ads and GA4. Look at attribution over up to 30 days.
Further reading
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External sources:
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